Johnnie Walker wanted to show its commitment to the environment and help promote Earth Day — by actually creating change. To do that we suggested the brand create an Internet plug-in that allows you to switch to carbon-neutral browsing. Simply, The Earth Mode plug-in tracks your carbon usage as you browse the energy-hungry CPUs, datacentres, screens, and networks of the internet, all while Johnnie Walker plants enough trees to offset your carbon footprint. Through the duration of the project more than 75.000 was planted, and while the browsing is no longer offset, the plugin is still available, giving you an insight into the net carbon effect of your obsession with the Kardashians.
My Role: Executive Creative Director
Creative Director: James Yeats Smith
Art Director: Jordan Shevel / Daan van Dam
Copy: Dave Farthing
Agency: Anomaly Amsterdam